Addressing Latency to Engage Customers on Digital Platforms
Internet latency crucially impacts user experience. This problem stems from the way the internet is designed to operate and the protocols that drive it — particularly the Border Gateway Protocol (BGP). All BGP cares about is the number of hops between the source and destination addresses: The route with the fewest hops wins, no matter how long or congested it may be. Thus, some traffic may suffer excessive delays.
Business applications demand fast, secure and reliable data access. Those working with machine data analytics, e-commerce, video or audio content delivery, online advertising, financial services and IoT will need low latency to be successful. Increased latency has a direct and negative impact on customers. Speed and bandwidth vary drastically by region, so never assume performance will be the same for all your customers. This is especially important when delivering content to global audiences or for companies looking to expand globally.
The Impact of Digital Platforms
Latency and app errors both negatively affect customer experience — customers are more likely to abandon apps as responsiveness and error rates increase. Apteligent reports that 48 percent of users uninstall or stop using an app if it regularly runs slowly. Similarly, 53 percent of users uninstall or stop using an app if it regularly crashes, stops responding or has errors.
The latency problem can be addressed by bringing data, content, resources and computing to the edge of networks. Through this strategy, businesses can use a content delivery model to augment the traditional data center to create an optimized user experience. By implementing intelligent optimization techniques, your organization can capitalize on the mobile opportunity and grow the business globally.
Intelligent data management is associated with network optimization techniques like transmission control protocol optimization, route optimization, data caching and pre-fetch at the edge of the network, load balancing and comprehensive domain name server networks to resolve user requests with increased speed and accuracy.
IBM Edge Delivery Services powered by Akamai offers the benefits and technologies needed to meet these challenging demands. It simplifies an increasingly complex web delivery and enables a faster website experience — one that is highly available, secure and scalable to meet peak capacity demands with power and scalability.